微创新、产品体验与转换成本壁垒——微信发展历程案例研究  

Micro Innovation, Product Experience and Switch Cost Barrier——Case Study of Wechat′s 2011-2021 Evolution

作　　者：赵兴庐 许梓珊 Zhao Xinglu;Xu Zishan(School of Business Administration,Guangdong University of Finance,Guangzhou 510521,China)

机构地区：[1]广东金融学院工商管理学院,广东广州510521

出　　处：《科技创业月刊》2022年第6期39-45,共7页Journal of Entrepreneurship in Science & Technology

基　　金：教育部人文社会科学研究青年项目“资源堆积与创造性盘活:资源拼凑在公司创业情境的建模与实证检验”(17YJC630227);广东省哲学社会科学“十二五”规划项目“服务业主导的经济结构调整与地方高校人力资本开发的协调性研究”(GD14XGL29);广东省普通高校人文社科重点研究基地“战略新兴产业共性技术政策与管理创新研究中心”(2018WZJD007)。

摘　　要：以微信2011-2021年演化历程为例,分析不同微创新策略对用户的产品体验及转换成本壁垒。研究发现,微创新情境下的产品体验影响因素包括产品复杂性、产品差异性、产品囊括性、在线便利性和利益相关性,并与转换成本密切关联。当用户转换品牌时,会产生新的学习成本、建立成本、搜寻和评估成本以及关系资源和财务资源损失,导致用户黏性增加,企业得以构筑转换成本壁垒,获取竞争优势。This paper traces the development process of WeChat from 2011 to 2021, and studies the impact of micro-innovation strategies on users′ product experience and switch cost barriers. The result shows that product experience of micro-innovation includes product complexity, product difference, product inclusion, online convenience and benefit correlation, and is associated with switch cost, which restricts user switch behavior. When users change brands, it will lead to new learning costs, establishment costs, search and evaluation costs, as well as loss of relationship resources and financial resources, which increase user stickiness, which realize the construction of competitive barriers and firm′s competitive monopoly advantage.

关 键 词：微创新 转换成本 产品体验 微信 

分 类 号：F270[经济管理—企业管理]